Northlich Heats Up With Jacuzzi

CHICAGO Northlich has forged a relationship with Jacuzzi Premium Spas to launch an integrated advertising campaign this spring that will focus on the client’s heritage, an agency executive said.

The Cincinnati shop will develop public relations and advertising for the Walnut Creek, Calif., company that will support Jacuzzi’s dealers by building upon the equity of the brand, said Rick Miller, Northlich’s president.

“We want to build on their heritage, that they’re the ones that created the category,” Miller said. “If you think about it, Jacuzzi means hot tub.”

Jacuzzi has done most of its advertising internally, but wants to increase the brand awareness of its Premium Spas this year, Miller said.

Jacuzzi reported no media expenditures in the last two years and spent about $1 million in 1999, according to CMR.

Northlich’s relationship with Jacuzzi began through the National Spa and Pool Institute, which is the hot tub trade association and an agency client, Miller said.

Jacuzzi’s executives could not be immediately reached for comment.